Investigating the Role of Privacy Concerns in the Use of Generative AI: A Moderated Double Mediation Effect among Arts Students in Chinese Universities

• In Event: AERA Poster Session Thursday 7:45am
  In Poster Session: Global Metrics, Local Resistance: Education Policy, Technology, and the Politics of Learning

Abstract

This study investigates how AI literacy influences arts students’ continuance intention to use GenAI tools in Chinese higher education. Drawing on the Expectation Confirmation Model of IS Continuance (ECM-ISC) and the Social Construction of Technology (SCT), the model integrates confirmation of perceived usefulness, satisfaction, and privacy concerns. Structural equation modeling (N = 528) revealed a moderated double mediation effect: AI literacy enhances continuance intention via perceived usefulness and satisfaction, while privacy concerns significantly weaken the impact of perceived usefulness on continuance. Notably, perceived usefulness did not directly predict satisfaction, suggesting emotional or contextual boundaries. Findings highlight the importance of AI literacy and privacy awareness in shaping sustained engagement with GenAI in creative education.

Authors

• Yating Wang, Beijing Normal-Hong Kong Baptist University

• Yi Ronald Ding, Beijing Normal-Hong Kong Baptist University